Sustainability Segmentation Database Overview

The Institute's Proprietary Consumer Sustainability Database...
Since 2002, 20 Years of Data, 57,000+ Consumers, 5 Influential Segments

A consumer's level of involvement in the sustainability 'space' helps determine the segment into which they fall

lohas_leaf

LOHAS®: 25%

  • Personal and planetary health priority
  • Sustainability is entrenched in lifestyle
  • Heaviest purchasers of 'green'
  • Early adopters & influencers
naturalites_leaf

NATURALITES®: 21%

  • Personal health drivers greater than planetary health
  • Strong secondary target for natural/green CPG brands
drifters_leaf

DRIFTERS®: 25%

  • Green followers
  • Newer to the 'green' marketplace
  • Want to be seen as doing their part
  • In search of easy green changes
unconcerneds_leaf

UNCONCERNEDS®: 11%

  • Less concerned about the environment and society
segmentation_lohas_hands with globe_center image
conventionals_leaf

CONVENTIONALS®: 18%

  • Practical & rational
  • Driven by cost savings
  • Eco-benefits secondary

The leader group's altitudes & behaviors filter down into the mainstream where they are then adopted at varying levels

Understanding the Consumer Changes Everything!

Learn more